Paper
Prediction of Click-through Rate of Marketing Advertisements Using Deep Learning
Published Oct 15, 2022 · Molly Li, WeiSheng Sun, Qiaoran Jia
Wireless Communications and Mobile Computing
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Abstract
Aiming at the defect that the click-through rate of marketing advertisements cannot provide accurate prediction results for the company in time in the marketing strategy of Internet companies, this paper uses a deep learning algorithm to establish a prediction model for the click-through rate of marketing advertisements. The suggested model is called high-order cross-feature network (HCN). Furthermore, this paper also introduces the combination of feature vectors into the graph structure and as the nodes in the graph; therefore, the graph neural network (GNN) is used to obtain the high-level representation ability of structured data more fully. Through numerical simulations, we observed that HCN has the capability to provide Internet companies with more accurate advertising business information, user information, and advertising content. Moreover, HCN model is more reasonable to adjust the advertising strategy and can provide better user experience. The simulation outcomes indicate that the suggested HCN approach has noble adaptability and high correctness in forecasting the click-through rate of marketing advertisements. We observed that this improvement, in terms of predictions precisions and accuracies, can be as high as 17.52% higher than the deep neural network (DNN) method and 10.45% higher than the factorization network (FM) approach.
The HCN model, using deep learning and graph neural network, accurately predicts click-through rates of marketing advertisements, providing more accurate information for internet companies and better user experience.
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